Memo: Windows chief on new ads

A screenshot from the new Windows ad, with Jerry Seinfeld sizing up Bill Gates' shoe size.

(Credit: Microsoft)

Windows business unit head Bill Veghte send a memo to troops late Thursday promising that the debut Seinfeld/Bill Gates ad was just an "icebreaker."

The ad, which makes little direct reference to Apple, aired during Thursday's NFL game to a fair bit of head-scratching from the blogosphere. In his note, Veghte positioned it as the start of a conversation.

"Later this month, as the campaign moves into its next phase, we'll go much deeper in telling the Windows story and celebrating what it can do for consumers at work, at play and on-the-go," Veghte wrote.

Here's the full memo:

From: Bill Veghte
Sent: Thursday, September 04, 2008 5:37 p.m.
To: Microsoft--All Employees (QBDG)
Subject: Telling the story of Windows

Since it first launched nearly 25 years ago, Windows has been one of the most successful products in the history of the high tech industry. As we set our sights on the next 25 years, it is essential that we deliver incredible offerings on a great platform. We must also tell the story of how Windows enables a billion people around the globe to do mo re with their lives today. We must inspire consumers with the promise of what Windows uniquely makes possible across the PC, phone and Web.

Telling our story means making significant investments to improve the way consumers experience Windows. To that end, we are focused on making improvements at practically every consumer touch point, from the moment they hear about the Windows brand in our advertising to how they learn more about Windows products online; from how they view Windows and try it at retail to how they use the entire range of Windows offerings--Windows Vista, Windows Mobile and Windows Live--across their whole life.

Today, we are kicking off a highly visible advertising campaign. The first phase of this campaign is designed to engage consumers and spark a new conversation about Windows--a conversation that will evolve as the campaign progresses, but will always be marked by humor and humanity. The first in this series of television ads airs initially in the U.S., and it aims to reignite consumer excitement about the broader value of Windows. The first television spot aired on NBC during the opening game of the NFL season and will be seen throughout the evening on various prime time programs. Worldwide, you can view this first TV spot at (internal site)

This first set of ads features Bill Gates and comedian Jerry Seinfeld. Think of these ads as an icebreaker to reintroduce Microsoft to viewers in a consumer context. Later this month, as the campaign moves into its next phase, we'll go much deeper in telling the Windows story and celebrating what it can do for consumers at work, at play and on-the-go. At that time, I'll be back to share more information about our plans to further strengthen the bond between consumers and Windows--one of the most amazing products, businesses and brands of all time, and, with the right tenacity, passion and agility from all of us, a story that has many great chapters to come.

The ad is various places on YouTube. Here's the official Microsoft-sanctioned copy, though I think it requires Silverlight.

[Super2online]

I think most people are willing to see what comes after the teaser. So if its a story that unfolds over time lets hope Crispin, Porter and Bogusky are outstanding story tellers as well. However, the meat better start arriving quickly or these ads will do nothing but provide more fodder for Apple to create even better Mac ver PC ads mocking this effort, than helping Microsoft turn around any negative perceptions of Windows.

[hexor]

But to have an ad that requires someone in MS to have to explain it is so typical. I'm sure it will be in the running for worst ad of the year.

[J. Blow]

The ad makes we cringe. They are so too late to the party. One guy is worth $500M and another guy is worth $50B. Yawn.

Microsoft couldn't get a bitting young comic? Stupid.

[TimAPhillips]

"Though, I think it requires Silverlight."

Classic.

[TimAPhillips]

"Though, I think it requires Silverlight."

Classic.

[Penguinisto]

Err, they do know that, given short attention spans, trying for a complex multi-ad message or some sort of story arc (!?) is going to be a waste. You have 30 seconds - make your point and sell the product. Don't broadcast a table of contents or a preface... get folks to understand WTH it is you're trying to say, up-front. Subtleties in a television ad are lost when people are busy talking to each other, in the kitchen grabbing a snack, and in general not really paying attention to the television screen.

Apple manages to do well because each ad stands on its own, as well as (over several ads) introducing themes that not only stick, but are consistent with previous ads. Each subsequent ad reinforces the previous ones, while introducing new concepts at the same time.

Love it or hate it, one cannot deny that Apple has managed to broadcast the exact message they wanted broadcast ("we're far better than Windows on a PC, and here's why..."), and has managed to do it in a direct, yet friendly way that doesn't sound spiteful or aggressive.

...and Apple's skyrocketing sales show this.

So I'm guessing that if Microsoft wants to get back in the game, they're going to have to rethink what they're doing here if what I'm reading is what they're broadcasting.

/P

[catch23]

all except the 'and here is why' part. Apple makes baseless attacks on MS, offers no evidence to back it up, then stops talking. They never actually say why anyone should use OSX, or how it does anything better.
It doesn't do anything better, of course, so that explains why.

[Penguinisto]

Baseless? Au Contraire - each and every one has a basis in fact - a simple Google search can verify each and every one of them.

Also, they do offer reasons why OSX is superior: no massive virus hazard, slimmer and more efficient OS, painless compatibility (At least compared to Windows), etc etc etc.

I will give Microsoft points for one thing, though... they don't broadcast this one anymore: http://www.youtube.com/watch?v=GL4hyATkQ74

[Mr. Dee]

I personally don't know what Microsoft is trying to convey with these ads. We recognize Windows as a brand that you will just never be able to phase out. It has built its establishment, just like UNIX has for the past 39 years. Linux, Apple, Open Source movement will never be able to dent it. Of course there will be those who say its a dying breed, but come on I don't see 1 billion Windows users rushing to Mac OS X or Linux anytime in our lifetimes. The fact that Mac OS has been stagnant at a humble 25 million users since the 1990's shows that its still just a niche. Linux is where Windows 95 is at, but still formidable in areas where Windows is also very competitive. Microsoft is paranoid, Microsoft does not feel cool, but thats the cost you pay when you are so huge and so established. Microsoft is in the ranks of telecommunication company's, described in the annals of utility based services like water and telephone.

[jimhood82]

"Linux is where Windows 95 is at"

I hope you are not referring to how Linux 'looks' or even the maturity of the OS. Linux has features that MS has been copying now for years. (who had the first 3d desktop? Not MS. How about tabbed completion for those few times you need a command line?)

[cmfnyc]

Wow. The ad is really, really bad. But actually, the memo is even worse. I'm all for rallying the troops, but my teeth hurt from all the sugary adjectives. If you believe in a product, you shouldn't need to tap the sap in talking about it, particularly to employees.

On the bright side, this first ad has set the bar so low, Microsoft can go nowhere but up with its followups.

Unless, of course, their agency dreams up a joint ad with Burger King (another client, I believe) and the NFL with Bill Gates revealing himself to be the man behind the BK mascot.

[technewsjunkie]

REQUIRES Microsoft software to view it.

No thanks. I go to Google's YouTube and watch it with Flash.

[technewsjunkie]

Why do they NEED an Ad campaign to promote Windows??
They have the overwhelming share of the market right. So why?

The Reason: Competition from Cupertino.

[Mr. Dee]

Thats not competition, thats a roach.

[Ilgaz]

Just think about the money they will be spending to promote MS/Windows. 300 million.
Now think about what would happen half of that money was spent to develop .NET and Windows Vista in their original intended concept, give free developer tools to people to convert their 1990s code to 2000s and fix the Taiwan windows driver hell.
Funny thing is, "Vista" we see is not the original Vista which was visioned by Microsoft. Just like .NET isn't the real .NET.

[mcthingy2]

OMG -- that commercial was embarrassing. Sort of like looking at your geek uncle trying to do stand-up....or Michael Dell trying to dance. Memo to Microsoft: you'll never be hip like Apple. Get over it and keep raking in your monopolist billions.

[sebastien.kalonji]

If you need to explain the purpose of an ad you don't have a good ad.

[iBuzz]

I get it.! It's an ad about nothing! Which matches Vista... an OS about nothing! Meaning... none of your software works... none of your printers or scanners work.

[R. U. Sirius]

My gawd, I saw this ad on TV last night, and it is horrid. It makes no sense. Bill Gates shopping for shoes?
As for Seinfeld, he's not funny, but he must be laughing all the way to the bank.

[Ilgaz]

PowerPC Mac owners can't view the ad in original form since MS did it using Silverlight 2.
It is slightly possible that some PowerPC Mac owners will feel abandoned by Apple when they release Snow Leopard and yet the ad is "aired" using a technology which is non existent on OS X/PPC or Linux.
Another interesting thing is, people not upgrading their hardware because they see little value of Vista won't be able to watch it too since it requires a high Mhz CPU.
MS will never learn. I don't tell they should use Adobe Flash since it would make industry joke more about Silverlight. How hard to embed a Windows Media Player file and a high bandwidth SD/HD mpeg2 file (for TV stations)? When you spend $50 million, you gotta think about those.

[baisa]

"What the hell was THAT?" My reaction. My bf's exact same reaction seeing the ad separately.
Lamest ad I've seen in ages.
OTOH... did you see the latest Mac/PC-guy ad? The one with the soothing teas to make Vista more tolerable? That campaign could probably run til... well... Windows 7 arrives. ;)

[Kwasiowusu]

I like Vista. Runs superbly on my laptop after SP1, and with IE 8 Beta2.
But this ad is the most stupid ad I ever saw.
Proof that the execs runnung Microsoft these days, have grown fat and stupid, and lost their street smarts and competitive edge. No one in his right mind seeing this ad, will get up and tell himself : '"Hey, lemme go buy Vista or a PC with Vista".
Time to send these idiots who currently run Microsoft, to pasture and bring in people who actulaly have a clue, and actually know how to sell anything.

[cifs]

I get it! I expect there to be an evolution to the ads. They will get better and better, and they will mirror Microsoft?s operating systems.

Ad1 ? Totally confusion and horribly wrong. (Vista)
Ad2 ? Much better then Ad1 but still pretty bad (Windows 2008)
Ad3 ? Ok, not bad, nothing to write home about (Windows 7)

Sorry there won?t be an Ad4.

[Maccess]

This ad seems so much like Apple's Gil Amelio era "Give you Dreams a Chance," and leaves nothing but a "...what was that about?" reaction.